The Europe-based apparel retailer Mango debuted its new Stylist assistant to provide fashion advice to shoppers across the United States and parts of Europe.
Mango Stylist, which is currently being used on its website for general shoppers and the company’s Woman line, takes the form of a chatbot-style experience, offering answers based on context provided by users interested in personalized recommendations.
Mango ranks No. 251 in the Europe Database, Digital Commerce 360’s ranking of the largest online retailers in the region. There, Digital Commerce 360 categorizes it as an Apparel & Accessories retailer.
How does the Mango Stylist assistant work?
Mango Stylist AI assistant | Image credit: Mango
Through its chatbot interface on the Mango website, Mango Stylist makes suggestions to shoppers based on their preferences and requests, personalizing results and offering up current trends for further exploration. In addition, Stylist can propose styled combinations, leveraging chats and its Instagram account.
“The initiative is part of the company’s 4E 2024-2026 Strategic Plan, which through the Earn pillar seeks to guarantee the creation of value through technological development, data management and artificial intelligence and operational excellence,” Mango announced in a blog post detailing Stylist’s capabilities.
The assistant is already live in the United States, as well as eight markets in Europe. Those include Spain, Portugal, the United Kingdom, France, Italy, Germany, Austria and Turkey.
Integrating with Mango’s Iris
Stylist will integrate with Mango’s existing customer service chat experience, Iris, according to the retailer. Mango envisions the two assistants working hand-in-hand as a single option for its customers. In doing so, the company sees them operating as a single point of contact, handling issues that emerge before and after purchases occur.
The retailer cited collaborations across multiple teams, including its IT, data, digital product, styling, design, visual merchandising and customer service departments, as making Stylist possible.
Ultimately, it expects the tool to make its customer experience simpler and more efficient.
Stylist arrives in a year when many online retailers are testing and launching new AI-powered assistants. Those include Walmart’s Sparky, as well as Ikea’s AI Assistant and an updated Pearl wedding planner experience at David’s Bridal.
In its predictions for the 2025 holiday season, Salesforce asserted that hyper-personalized product discovery will play a key role for shoppers. The ecommerce platform provider assessed that 39% of U.S. Millennial and Gen Z shoppers already use AI search while they’re in physical retail stores, with 44% of U.S. shoppers trusting the AI recommendations that they receive.
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